Creative Team
Professional in-house expertise for the
design and creation of all media.
Visual Identity
Quick Guide
to printed material and
photography
Previous guidelines are to be
replaced by this updated version
September 2016.
For more information on Brand
guidelines, or if you have any
queries on our brand, please
contact:
Studio Manager Adam King
e: ak103@le.ac.uk
t: 223 1314
Paula Curtis
e: pc35@le.ac.uk
t: 252 5168
www.le.ac.uk/creative-team
Contents
1. Introduction
2. Commissioning design work
3. The University of Leicester Logo
4. Typefaces
5. Colour palette
6. Photography
7. Print templates
8. Merchandise
1.Introduction
The visual identity has been developed to ensure
consistency of all our marketing materials across the
University. This is important to distinguish us instantly
in the minds of our audience.
With the Higher Education market changing and
becoming more competitive, it is important that we
present ourselves in a cohesive way and that our visual
identity reflects our passion and excellence.
The Creative Team provide help and advice to
communicate your message through the most
appropriate medium and channel. We strive for
imaginative and innovative approaches, while
remaining committed to quality and consistency in all
our communications.
2. Commissioning design work
All materials designed and printed for the
University and University-related activities
must be designed using the University’s
visual identity by, or in consultation with,
the Creative Team.
All paper and large format materials must
be printed by the University’s Print Services.
Merchandise must be produced by one of
the University’s approved suppliers.
2.1Commissioning design work
The Creative Team only undertake work on behalf of the
University of Leicester. www.le.ac.uk/creative-team
• A4/A5 brochure (including 6 panel A4/A5 tri-folds)
When submitting text PLEASE NOTE brochures are set up as multiples of 4 pages
(e.g. 8, 12, 16, 24 pages).
• 210x210mm brochure (including 6 panel tri-folds)
When submitting text PLEASE NOTE brochures are set up as multiples of 4 pages.
•DL (leaflet 6/8 panel)
PLEASE NOTE: this is not to be confused with A4/A5 tri-fold.
• A5/A4/A3 poster
PLEASE NOTE: these can be enlarged to A1 or A0.
• A4/A5 folder
• HTML emails (for external audiences only)
•Newsletters
When submitting text PLEASE NOTE newsletters are set up as multiples of 4.
• Exhibition displays
Including: grasshopper banner, large curved banner 3x3/3x2, twist banner, vinyl banners etc.
• Digital signage displays - various ratios
•Postcards
• COVERS ONLY for: conference brochures, annual reports,
handbooks, internal guidelines and other large documents
We do not format the content for any of the above, please contact us for advice.
Design work handled by Print Services
and elsewhere:
• Invitations/tickets
PLEASE SEND DIRECT TO: printservices@le.ac.uk
Unless it is part of a suite of designs being undertaken by the creative team.
• Stationery inc: business cards, compliment slips and letterhead
PLEASE SEND DIRECT TO: printservices@le.ac.uk
• Formatting of internal content for conference brochures,
annual reports, large documents and handbooks.
Please contact us for advice.
• Temporary signage
You will find temporary sign templates at www.le.ac.uk/creative-team, please submit
these to posters@le.ac.uk to be outputted. PLEASE NOTE it takes 3 working days from
submission of your request.
• Certificates
PLEASE SEND DIRECT TO: printservices@le.ac.uk
• Merchandise please see section 8.3
3. The University Logo
This section shows the different colour
variations of the logo, along with the
minimum size you can use to display it.
There are also some examples of
unacceptable versions of the logo.
This section also explains the rules about using
the University logo with other logos.
3.1The University Logo
Requirements and usage
The logo must always be reproduced in its entirety and must not be distorted.
There are three variations of the logo: the full colour logo, mono logo and also
a white inverse version.
The full colour logo is only to be used on a white background. The mono logo is to
be used on a pale background colour and the white inverse version is to be used on
a solid colour.
FULL COLOUR PRINT LOGO - used on a white background only.
MONO PRINT LOGO - printed only in black and can be used on a pale
background colour.
INVERSE PRINT LOGO - can be placed on any solid background colour.
Please note the grey colour is used as an example.
University of Leicester logo size requirement
The logo must NOT be reproduced less than 40mm wide.
40mm
For applications such as narrow book spines or pens, the words ‘University of Leicester’
should be used in place of the logo.
Logo colours: Two spot colours Pantone 200 C and Pantone 431 C, these will be
converted to process for full colour material.
3.2The University Logo
Logo exclusion zone and alignment
Logo with exclusion zone
(exclusion zone is to stop image and text going over the logo)
Logo alignment
The University of Leicester logo
should always be positioned in
the top left, whether on print
collateral or online:
3.3The University Logo
Unacceptable versions
Unacceptable versions of the logo and the use of backgrounds
Do not display the logo where there is
insufficient contrast with its background
No elements of the logo should
have their colours altered
The text and shield cannot be used
separately from each other*
The logo must not be expanded or
condensed from its standard proportions
The logo cannot be cropped
Do not place the logo at an angle
Do not skew the logo at all
In greyscale use the mono logo
must remain entirely black
3.4 The University Logo
Using the University Logo
Use of the University logo
On all materials it must be placed at the top left hand of the page.
For every size of print material there is a specified size that the University logo should
be. The logo should always be reproduced in the size specified for that print material.
Requests for the logo to be sent to external bodies for use on their materials must be
approved by the Marketing Communications Office.
Please contact marketing@le.ac.uk
The University logo and other logos
In general, sub-brands and associated logos are not allowed within the University,
except for Attenborough Arts Centre. Research centres, projects and other University
activities should not have their own logos or branding as this dilutes their association
with the University. Section 2.5 outlines the various categories of use and the approach
that should be taken for each. These are guidelines and each case can be slightly
different. Please consult the Creative Services team for guidance on the application of
the University logo for use in print and on the web.
University departments, research centres and other
business units
Organisational units that are wholly internal should not need to develop customised
or subsidiary logos. All departments, research centres, professional services and other
business units that are entirely part of the University of Leicester are required to follow
the University’s visual identity. They should never use their own subsidiary or associated
logos.
Partnership organisations based at the University
Organisations based at the University that are entities in their own right rather than
part of the University should use their own separate visual identities and logos rather
than the University’s identity.
3.5 The University Logo
Working with partners
Working with partners
A lot of the University’s work is done in partnership with other organisations. When
this happens all partners need to be represented on materials or communications. It’s
important we present our brand in a consistent and coherent way
a.University of Leicester-led partnership
When the University is the lead partner in a venture or partnership, the University
logo should be used, along with that of the partner organisation. The logo should
be positioned to illustrate we are the dominant partner.
b.Equal or joint partnership ventures
When the University is an equal partner in a joint venture with another partner
or university the University’s logo should be used, along with that of the partner
organisation with equal prominence.
3.5 The University Logo
Working with partners
c. Spin-out companies
Any University enterprise that has been incorporated as a company should
implement its own separate visual identity as soon as it becomes market-active.
University branding should not be used for this purpose.
d.Crediting sponsor and partner organisations
Where a University business unit is sponsored or supported by a company, another
university or other external partner, the partner’s logo may be used in print and
web media in a subsidiary position, as described in 2.5.a.
3.5 The University Logo
Working with partners
e.Use of the University logo as a subsidiary logo
When the University is a sponsor or supporter to be credited in a publication or on
web pages produced by another organisation, the University logo may be used in a
subsidiary position in accordance with conditions set out in 2.5.a.
4.Typefaces
This section shows the three different
fonts that are available to use on printed
material.
4.1 Typefaces
Frutiger is our sans serif font and Times is our serif font.
These are classic typefaces that can be used creatively by
designers.
Arial is a Microsoft font which looks very similar to Frutiger
and can be used if you are creating letters and forms
yourself.
Italic versions of frutiger are only to be used in body text
Frutiger Light
Frutiger Light italic
Frutiger Roman
Frutiger Roman italic
Frutiger Bold
Frutiger Bold italic
All versions of Times can be used as a heading. Times cannot
be used as body text as this is due to legibility.
Times Regular
Times Italic
Times Bold
Times Bold italic
5. Colour palette
This section shows you how to use the
different colour combinations within the
University’s visual identity.
5.1Colour palette
How to use the palette of colours
1. Choose a primary colour and
use one, or all of the colours
from that set.
2. Choose a secondary colour and
use one, or all of the colours
from that set.
3. If your design needs another
colour please choose another
secondary colour.
set of three colours
pantone+
79-1 C
pantone+
174-10 C
pantone+
79-14 C
set of three colours
pantone+
133-7 C
pantone+
133-5 C
pantone+
133-3 C
set of three colours
pantone+
24-8 C
Primary colours
pantone+
79-14 C
pantone+
79-9 C
pantone+
111-16 C
Secondary colours
pantone+
75-8 C
pantone+
1-16 C
pantone+
133-7 C
pantone+
59-16 C
pantone+
88-16 C
pantone+
118-8 C
pantone+
24-8 C
pantone+
160-8 C
Black can be still used for a stand first or
body text.
pantone+
24-6 C
pantone+
24-1 C
5.2Colour palette
Colour combinations
Example of how the primary colours work with secondary colours
Primary colours
Secondary colours
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
110-1 C
pantone+
133-7 C
pantone+
133-5 C
pantone+
133-3 C
Primary colours
Secondary colours
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
174-10 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
174-10 C
pantone+
110-8 C
pantone+
111-16 C
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
174-10 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
174-10 C
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16 C
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
174-10 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
174-10 C
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16 C
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
79-1 C
pantone+
79-9 C
pantone+
79-14 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
174-10 C
pantone+
175-1 C
pantone+
174-4 C
pantone+
174-10 C
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16 C
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16
pantone+
88-16 C
pantone+
118-8 C
pantone+
160-8 C
pantone+
88-6 C
pantone+
118-6 C
pantone+
160-5 C
pantone+
88-2 C
pantone+
118-2 C
pantone+
160-3 C
pantone+
1-16 C
pantone+
1-14 C
pantone+
1-11 C
pantone+
24-8 C
pantone+
24-6 C
pantone+
24-1 C
pantone+
75-8 C
pantone+
75-6 C
pantone+
75-3 C
pantone+
59-16 C
pantone+
59-5 C
pantone+
73-1 C
5.3Colour palette combination
A4 lecture poster (example)
In this example of a public lecture poster an extra
colour was needed.
E
PL
M
A
EX
LY
N
O
Not to scale
pantone+
110-1 C
pantone+
110-8 C
pantone+
111-16 C
pantone+
160-8 C
pantone+
160-5 C
pantone+
160-3 C
Primary
colours
+
+
pantone+
24-8
Secondary
colours
One additional colour from another set
can be used if needed (see below).
or
pantone+
24-6
or
pantone+
24-1
6.Photography
We use photography that centres around
university life and people.
Our photography style is candid,
authentic, reportage, capturing everyday
student life in a modern university
environment. The images should be bright
and crisp, using natural colours where
possible.
Photographs should be simple yet creative
and interesting without feeling posed.
6.1 Photography
Groups of people
When shooting groups of people, try to catch them in their own
environment when they are doing their own activities. Photographs
should be composed in an imaginative way.
6.2 Photography
Individual People
When shooting individuals avoid posed shots straight to camera
except in personal profiles.
The person you are shooting should be active and doing something
within their environment.
6.3 Photography
Activity
You can include people in photographs without necessarily showing
their faces. This can give a sense of activity and bustle to shots of the
campus and architecture.
This kind of shot can be useful for giving extra interest to a cover or
spread.
6.4 Photography
Subject
Different departments may need photographs relating to their
subject or research.
6.5 Photography
Campus architecture
Wherever possible, images of our campus and should include people,
with the architecture shown in the best possible way.
6.6 Photography
Images of Leicester city centre
Images of Leicester city centre should capture the atmosphere and
its various characteristics and attributes.
Wherever possible, these images should include people.
7. Print templates
This section shows you the choice of
print templates that are available within
our visual identity. The templates help
keep the printed material recognisable
and consistent.
7.1 210mm x 210mm brochure design
7.2 A4 brochure design
7.1Design templates
210 x 210 brochure covers
Our designs are all based on a grid structure which enables
us to create a number of different compositions.
PL
M
A
EX
E
Academic departments
can be named in the top
right corner. Non-academic
organisational units are
identified in contact
details etc.
LY
N
O
E
PL
M
A
EX
LY
N
O
M
A
EX
E
PL
O
LY
N
EX
E
PL
M
A
LY
N
O
7.2Design templates
A4 brochure covers
Our designs are all based on a grid structure which enables
us to create a number of different compositions.
PL
M
A
EX
E
E
PL
M
A
EX
Academic departments
can be named in the top
right corner. Non-academic
organisational units are
identified in contact
details etc.
N
O
LY
LY
N
O
EX
E
PL
E
PL
M
M
A
A
EX
O
LY
N
LY
N
O
8.Merchandise
This section shows you how to use the
logo on different merchandise.
Also a list of companies you should use
when ordering merchandise.
8.1Merchandise
Placing the logo on merchandise
Three versions of the University of Leicester logo can be used on merchandise with the
following requirements.
1. Full colour University logo - to be used on a white background ONLY
(see 2.1 - the university logo)
2. Mono logo - can be used on pastel colours and white background.
(see 2.1 - the university logo)
3. White inverse logo - is to be used on a solid colour.
(see 2.1 - the university logo)
4. No other colours must be used to reproduce the logo, with the exception of gold
and sliver used as a single colour.
When requesting new promotional merchandise material from suppliers you are
responsible for seeking their assurance that our logo will be reproduced clearly.
Example of logo size for use on hoodies.
120mm wide
Please note: student
ambassadors and exams office
helpers wear red garments so
you may wish to avoid these
colours when ordering hoodies
and t-shirts.
Estates Department
Departmental or society names must be placed below the logo. University fonts
should be used (see 3.1 - Typefaces)
FOR MERCHANDISE ONLY the height of the ‘U’ is used to give acceptable clearance of
the logo.
The text on a hoodie should be left aligned and in line with the ‘U’ and the ‘L’ of the
logo were possible.
Logo placement
• Hoodies, t-shirts - the logo should be placed traditionally on the wearer’s chest,
left-hand side.
• Conference folders, ring binders and bags the logo can be placed at either top left or bottom right (minimum width 90mm recommended). Leave the recommended space
around the logo.
• Mugs can be printed on both sides with the logo at approximately 70mm wide centred
on each side - see example below.
8.2Merchandise
Examples and logo placement
The logo on rigid material: plastic and ceramic
The Nero pen, made with recycled ABS plastic, was identified as a good basic pen
and is recommended for giving away. Its black plastic base colour enables effective
reproduction of the University logo using only one colour. Good quality screen printing
on the Nero pen sets it apart from others we have seen.
The logo must NOT be reproduced less than 40mm wide.
For applications such as narrow book spines or pens, the words ‘University of Leicester’
should be used in place of the logo.
Measurements are shown below for the minimum logo size of 40 mm
40mm wide
A note about branded merchandise: the University Bookshop stocks many items
suitable for giving away at open days and conferences.
For further information you can contact the bookshop on: 0116 229 7440,
bookshop@le.ac.uk or visit the web site: www.le.ac.uk/bookshop/
Merchandise items can be ordered in various colours with the following rules for
the logo: full colour logo used on a white background ONLY, the mono logo on a pale
background colour and the white inverse version used on a solid colour.
8.3Preferred promotional merchandise suppliers
List of companies
It is important that quality items are ordered and are compliant with the University’s
corporate guidelines. The following companies (on the list below) are the University of
Leicester’s preferred suppliers and therefore familiar with our brand identity.
Please either call or email the companies below with your requirements, quotes and
artwork needed, alternatively you can complete the ‘Promotional Merchandise
Briefing Form’ from the link below which will be sent to all three suppliers and they
will contact you directly.
Promotional Merchandise Briefing Form: www.le.ac.uk/merchandise
PLEASE NOTE: Most promotional items can take 10 - 15 working days for production
and delivery so please bear this mind with your enquiry/order. You will also need to
provide a purchase order prior to sign off.
Allwag Promotions Ltd
Merchandise House, The Street, Hatfield Peverel, Essex, CM3 2DP
Contact: Laura Halford
t: 01245 382600
e:laura@allwag.co.uk
w:www.allwag.co.uk
Extravaganza
3a De Montfort Street, Leicester, LE1 7GE, United Kingdom
Contact: Ash Parmar / Aarti Parmar / Nicola Orange
t: 0116 285 2417
e:sales@extravaganza.uk.com
w:www.extravaganza.uk.com
MoJo Promotions Ltd
80 Rutland Street, Leicester, LE1 1SB
Contact: Tom Verow
t: 0116 261 6829
e: sales@mojopromotions.co.uk
w:www.mojopromotions.co.uk